Foreword
Preface
Chapter 1 Introducing a Data Mindset
Data as a Trend
Three Ways to Think About Data
What Does This Mean for You as a Designer?
Data Can Help to Align Design with Business
With a Little Help from Your Friends
What If You Don't Have Data Friends （Yet）?
Themes You'll See in This Book
Summary
Questions to Ask Yourself
Chapter 2 The ABCs of Using Data
The Diversity of Data
Why Experiment?
Basics of Experimentation
A/B Testing： Online Experiments
Your Hypothesis and Why It Matters
Running Creative A/B Tests
Summary
Questions to Ask Yourself
Chapter3 A Framework for Experimentation
Introducing Our Framework
Three Phases： Definition， Execution， and Analysis，
Examples： Data and Design in Action
Summary
Questions to Ask Yourself
Chapter4 The Definition Phase （How to Frame Your Experiments）
Getting Started： Defining Your Goal
Identifying the Problem You Are Solving
Building Hypotheses for the Problem at Hand．．．
The Importance of Going Broad
Which Hypotheses to Choose?
Summary
Questions to Ask Yourself
Chapter5 The Execution Phase （How to Put Your Experiments into Action）
Designing to Learn
Designing the Best Representation of Your
Hypothesis
Summary
Questions to Ask Yourself
Chapter 6 The Analysis Phase （Getting Answers From Your Experiments）
Vetting Your Designs Ahead of Launch
Launching Your Design
Evaluating Your Results
What Does the Data Say?
Rolling Out Your Experience， or Not
Case Study： Netflix on PlayStation 3
Summary
Questions to Ask Yourself
Chapter 7 Creating the Right Environment for Data-Aware Design
Principle 1： Shared Company Culture and Values
Principle 2： Hiring and Growing the Right People
Principle 3： Processes to Support and Align
Summary
Questions to Ask Yourself
Chapter 8 Conclusion
Ethical Considerations
Last Words
Appendix A： Resources
Index
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